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Fair And Square Repositioning Strategy Case Analysis

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Evaluate the overall effectiveness of the “Fair and Square” repositioning strategy. How well or poorly do all of the elements work together or work at odds with one another to deliver a coherent whole? What elements are missing?
The “Fair and Square” repositioning strategy is a value-based proposition, where J.C. Penney (JCP) is attempting to capture more value through everyday low prices (EDLP) and alter the perception of customers to see JCP as an everyday shopping experience versus a store that thrives on deals and promotions. This issue that JCP is running into is price is not a way to create value, it is a strategy to capture value. A company strategy that is focused on price neglects the value creating elements of the marketing mix that really create long-term value and success of the overall strategy.
Neglecting to conduct market research to assess customers’ current perception of JCP and their thoughts on the pricing change was the first critical mistake. In terms of performance, JCP knows they are positioned between price-oriented mass merchandisers, such as Wal-Mart and Target and higher end department stores like Macy’s and Nordstrom. However, …show more content…
The quickest change, noted in Exhibit 8, was the switch for adult women to shop for their clothing at Macy’s versus at JCP – the switch occurred right after the “Fair and Square” launch in February 2012. Secondly, the change caused shoppers to do the exact opposite of the repositioning strategy in terms of purchase prices. According to Exhibit 9, Revenue Earned from Products Sold at Everyday/Month Long Value Prices (the new staple in the pricing strategy) dropped from 86.5% in 6-Months Ended 2011 to 84% in 6-Months Ended 2012. In addition the Revenue Earned from Products Sold on Clearance (the enemy in “Fair and Square”) increased from 13.5% in 6-Months Ended 2011 to 16% in 6-Months Ended

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